Media Week has a story on how TiVo is looking to step in and fill a void left by Nielsen measurement to provide commercial  viewing measurement with DVR viewing factored in for local markets..  Nielsen has begun providing program viewing measurements that include 3 days of DVR viewing at the local level, but these local delayed viewing measurements don’t measure the commercial viewing advertisers want to see.

The bad news for TiVo is that it hasn’t had a quarter where it had any net subscriber gains in over two years.  The Media Week story notes, while the TiVo data can’t provide the rich demographic data that advetisers want (and Nielsen provides), even though it doesn’t have a large DVR subscriber base relative to the cable and satellite companies, it would have larger samples than typical ratings measurements for local markets.

Posted by:TV By The Numbers

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